For years I’ve been saying: when will Nike top its ad Write the future or Adidas its gem Hello tomorrow? Of course, they never did. The thing is: whenever something’s successful – especially in the commercial world – people keep copying it until all creativity (call it life) has been squeezed and sucked out of the formula.
That’s why I like this ad. Because it’s unexpected. Because the unexpected is what makes any sport (call it life) beautiful. Because Reebok has the guts to embrace the unexpected. Because it gives space to randomness. Because it gives the campaign an endless amount of options. Because the unexpected is creativity.
Agency: Venables Bell & Partners.